Meliá Hotels and LALIGA Form Partnership in the Middle East

Meliá Hotels International and LALIGA have formed a partnership to expand their presence in the Middle East market.

Meliá Hotels International and LALIGA have announced a new partnership aimed at increasing their visibility in the Middle East. The agreement will see Meliá Hotels International gain exposure during LALIGA matches broadcast in the region, particularly through advertising on pitch-side boards.

The collaboration involves transforming certain spaces within Meliá’s properties in the Middle East into LALIGA-themed areas. Meliá Desert Palm and ME Dubai will feature these transformations, with Meliá Desert Palm’s Pony Line Sports Bar becoming a LALIGA Hub. This hub will offer lounge-style seating, VIP sections, and Spanish tapas menus. Additionally, the Layali Villa at Meliá Desert Palm will host private screenings and other amenities under the Villa LALIGA concept.

At ME Dubai, a redesigned lounge at Central will serve as CASA LALIGA, featuring themed menus, merchandise, and a social football zone. The initiative aims to create a destination for fans to enjoy LALIGA matches.

The partnership will also include a series of activations for MeliáRewards members, offering experiences such as matchday access and stadium tours. These activities are designed to engage customers and fans directly.

Furthermore, the agreement extends to digital content, with plans for joint campaigns on LALIGA’s social media platforms. Special episodes of the LALIGA Show in Arabic will be filmed at Meliá’s Dubai properties to further promote the collaboration.